Marketing case study Assignment Example | Topics and Well Written Essays - 3500 words

Marketing case study - Assignment Example The bottom line is that while companies in the Western nations are under increasing pressure from this meltdown, companies that have invested in the emerging markets are doing relatively well. It can also be observed that companies invest in emerging markets to diversify their investments. This report gives a case study of Li-Ning Company Limited that wants to introduce its brand of sportswear in the Indian market. The sports industry is highly lucrative and competitive and Li- Ning is one of the key brands that rose from a local based company to an international player with a considerable market share in various parts of the globe. Li- Ning is a major company that is based in China and produces sporting goods as well as athletic shoes. Its products targets sportsmen that take part in various activities fitness, football, tennis, badminton, basketball and running. Li Ning who was an Olympic gymnast who is the chairperson of the entity’s board of directors (Li Ning Company Limited, 2014) started the entity in 1990. Later in 2005 Li Ning entered into a partnership with Aigle that is a sports apparel company in France (Li Ning Company Limited, 2014). The company has been making increased profits over the years and has over four thousand retail stores. Some of these stores are franchised while others are directly owned. The most recent developments within the entity were in 2010 when its fl agship store and headquarters were established in Portland Oregon. In 2011, the company got into a partnership with Acquity Group that is based in Chicago to facilitate brand awareness and distribution of its products across the US. In 2012, Li- Ning entered into a contract with Dwayne Wade, an NBA player in a move to improve the products popularity in the US (Li Ning Company Limited, 2014). It can be observed the company makes sportswear and shoes that are mainly sold in the Chinese market. The entity has been experiencing increased growth in the recent past in its main lines